Lights, camera, attraction: using video content to recruit top talent
Almost one-quarter of workers are looking to start a new job in 2024. Employers wanting to attract talented individuals will need to work hard to demonstrate what makes their brand unique, what they can offer employees – and ultimately why jobseekers should apply to their company. We take a look at how employee value proposition (EVP) videos could support your brand’s hiring activity – and share top tips for comms teams looking to create this filmed format.
The new year is a prime time for people to switch jobs. With 22% of workers wanting to kickstart 2024 with a fresh career opportunity, employers will need to work hard to showcase what makes their brand unique, highlight the perks and benefits of their company – and ultimately tempt candidates to choose them.
The labour market is competitive, so it’s no longer enough for brands to post a job advert online and wait for the talent to come to them. Employers must be proactive in their approach. This is where comms teams come in – they can help to communicate a business’ culture, values, benefits packages and unique selling points in an engaging way.
Highlighting what an organisation stands for and offers its employees, an employee value proposition (EVP) indicates what new recruits can expect in return for their work. But how should a brand ensure its EVP stands out to prospective talent?
Nearly half of jobseekers (43%) are more likely to apply to a role that is detailed in filmed content – so creating short EVP videos could be an effective way for brands to share key messages with audiences in a visual-first way. If you’ve got the right people, processes and practices in place, this format could be a useful string to add to your brand’s recruitment bow.
Keen to take advantage of this filmed format to boost your talent pool? These key tips will help you hone the focus of your content, share it on the most useful channels – and appeal to the right audiences.
1. Focus on colleague stories
Many candidates looking to switch roles will want to find out more about the company and its culture and benefits from someone who works there. In fact, 46% of candidates want to hear from a current employee to get a better sense of the company’s day-to-day.
Not only does this give prospective talent an authentic point of view but it also showcases the organisation’s human side, helping to build trust with audiences online. Several brands have already acknowledged the potential benefits of letting employees be the face and voice of EVP videos.
A great example of this can be seen at Netflix. The streamer’s ‘Netflix Culture: Freedom and Responsibility’ video hones in on a key area of the brand’s culture, which centres on encouraging employees to feel a sense of authority around making a positive difference at the organisation. Several interviews were pieced together in the three-and-a-half-minute video to explain what the ‘freedom and responsibility’ framework means to colleagues at Netflix.
This approach offers audiences a first-hand glimpse into Netflix’s overarching culture and values – and indicates how its guiding principles are creating a positive working environment for potential hires.
2. Get inside the head of your audience
It’s crucial for comms teams to think carefully about who their audience is and what they will be interested in seeing in these EVP videos. Think about what applicants might be asking. What do employees like about working for your brand? What sets you apart from other organisations? These questions may be a good starting point to get inside the head of your prospective talent – and guide top-tier video content.
Consider, too, that more than a third (34.4%) of jobseekers value competitive salaries above all else, followed by the option to work remotely (21.3%) and then career development opportunities (12.6%). These talking points could be key areas of focus in an EVP video. Regardless of the sector and the role you’re recruiting for, it’s important to get to the bottom of what will make desirable applicants tick.
For instance, if your research indicates that your prospective talent is interested in upskilling, use an EVP video to shed light on the growth opportunities within your organisation. Interview colleagues about initiatives such as leadership development programmes, on-the-job training opportunities or mentorships to highlight what they have learned – and how the business is supporting them on their career journey. This human focus will set you apart in the labour market.
3. Share it widely
Brands must also think about where to publish an EVP video to ensure it reaches as many interested candidates as possible – starting with the channels that jobseekers frequently trawl through in their job searches.
With 61 million people using LinkedIn to look for jobs each week, this platform could be a good place to begin. L’Oréal is one organisation that is utilising this channel to push out colleague-focused videos. As part of its ‘AskAnInsider’ series, the cosmetics firm recently published a short video featuring a colleague in the events management team.
Throughout the one-minute video, the interviewee talked about their career journey to date, explained their motivation for joining the company – and shared advice for those wanting to switch roles. Not only will these insights be of interest to prospective talent considering a move to the organisation but the more general career trajectory tips will likely appeal to a wider audience too.
While LinkedIn is a no-brainer when it comes to sharing recruitment-related content, brands should also be cognisant of the specific talent they’re trying to appeal to – and tailor their promotion efforts accordingly.
More than three-quarters (76%) of Gen Z is on TikTok, for example –making this a potentially ideal platform for EVP video content designed to attract graduates and entry-level talent. On the other hand, for roles better suited to candidates at later stages in their careers, Facebook and YouTube may be the most effective channels.
It’s important to know where your most desirable candidates spend their time online so that you can select the optimal social media channels to aid your recruitment activity.
Want to find out how Speak can help with planning, producing and distributing standout video content?
Contact Gabrielle Bridle from our client services team at gabriellebridle@speakmedia.co.uk or on LinkedIn.